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1. 1. MAKING SENSE OF THE CUSTOMER JOURNEY: THE MOBILE DEVICES ROLE IN CONSUMERS’ SHOPPING EXPERIENCES

   University essay from Göteborgs universitet/Graduate School

   Author : Fanny Kuusisto; Olivia Lagergren; [2021-07-02]
   Keywords : Customer journeys; Impulse purchases; Mobile shopping; Omnichannel retail;

   Abstract : The changes taking place in the retail setting, both in consumer behavior and technological advancements, are making consumers’ shopping experiences continually more intricate, especially for the younger generation who have come to expect a digital customer journey. Many retailers are moving towards an omnichannel strategy to cater to these new customer experiences to take form; however, the research on the customer journey in an omnichannel environment from the customer point of view is still sporadic. READ MORE